An article on Copyblogger (7/26/13) correctly insists that traffic generated to produce sales or leads should be directed to a landing page created specifically for that offer, and not to your website home page. They write: “The single and solitary goal of a landing page is to overcome the ‘paradox of choice’ dilemma that emerges when people are given multiple options…resulting in a decision NOT to choose at all (read: your sales are dead in the water). And because of this single-minded focus on selling, landing pages convert infinitely higher, whether you are promoting an e-book, membership site, or any other product (digital or not).”
Do you have a box on your home page where people can download a free report, subscribe to your newsletter, or otherwise opt into your e-list? You should also have a dedicated opt-in page. According to entrepreneur Ali Brown, you’ll get up to 10X more opt-ins from a dedicated opt-in page than having it on your home page.